Over the last decade, social media platforms have become our biggest form of intra-cultural communication and judging by the success of Instagram and Facebook, the medium shows no signs of slowing down. Social media allows companies, celebrities and consumer brands to interact with the every day person on a daily basis. This interaction, if done properly, can increase business and productivity for companies, celebrities and personalities. According to Adweek, the average person spends at least two hours per day on social media, with those numbers continuously climbing. With the ability to reach almost over a billion people, there is the opportunity to make and lose millions of dollars with the proper use of social media.

Atlanta-based social media expert A.J. Joiner has earned millions of dollars for his clients by teaching them to leverage their online presence in the correct way to utilize and grow their social media platform resulting in record-breaking financial returns. Joiner shared his study on the top social media winners and losers of 2017 and his calculations may surprise you.

We’ll start with the losers, because their inability to utilize their power and impact via social media more than likely cost them big.